Borgward to tap into Indian SUV fever

ZEEGNITION / Ishaan Rastogi

Long lost German automobile manufacturer Borgward, is ready to make its comeback by launching its BX7 SUV with plans to begin assembling the car in India sometime in 2016.

The name Borgward has been lost over the past five decades owing to the German manufacturer being forced into bankruptcy in 1961. However, with the financial help of Chinese truck manufacturer Foton, the company is back with its first car in over 50 years. The brand announced itself on the grand stage at the 2015 Geneva Motor Show with the unveiling of its BX7 SUV which was a bit of a surprise considering that it’s Borgward’s first ever SUV.

The BX7 is roughly the size of an Audi Q5 with styling elements borrowed from companies like Buick, Porsche and Audi. On the inside, the leather seats and 12.3 inch Multiple Interaction infotainment system with wireless smartphone connectivity and WiFi hosting capabilities highlights the fact that the German company aims to target the premium SUV segment. Additionally, the on board diagnostics system can be accessed wirelessly via a mobile-application. The car is powered by a 2.0-litre, four-cylinder turbocharged petrol engine that makes around 224PS of power and 300Nm of torque. The engine is mated to a 7-speed dual clutch automotive gearbox which powers all four wheels. The Chinese-German company also claims that the BX7 will be built on its own indigenous chassis and will be capable of seating 5-7 adults.

Reports also suggest that the BX7 will come equipped with several high-end technologies such as a plug-in hybrid system that ramps up its power to 300PS, torque on demand provided by a BorgWarner GenV all-wheel-drive system, city-braking assistance, active lane monitoring, proximity cruise control, traffic sign recognition and a driver fatigue detection system.

Besides the appeal of a long list of high-tech features, the BX7 SUV isn’t bad to look at either. The humungous front grille combined with its stately German stance really does look quite handsome. It’s quite clear that the car’s design language is a mix and match of different styling elements from cars such as the Porsche Cayenne and Audi Q5. The side profile is sleek with a tapering window line which starts from the large swept back headlamps and culminates in the Hyundai Santa Fe-esque rear section. The premium SUV’s pricing is expected to be relatively modest especially once manufacturing begins in India. Chances are that the BX7 will be made at Chinese truck maker Foton’s facility which lies just outside Pune although the car is expected to make its debut as a completely built unit (CBU). Its pricing is expected to lie between the Rs 25-27 lakh range. Which would be fantastic when considering the cost of buying one of its rivals such as the Volvo XC60, BMW X3 and Audi Q5.

The company plans on launching at least two brand new cars per year from hereon, in an attempt to enlarge the Borgward portfolio. The first BX7’s will be made in China with Germany being one of its primary markets. The car is expected to launch in India by 2016.